Cadbury Schweppes, owner of the soda company, is matching rivals at Coke and Pepsi blow for blow with the introduction of Red Fusion.

The new red-hued drink, which is flavored with a variety of fruits, is to hit stores in July.

Soda sellers, looking to goose flat sales, have been doing everything they can to drum up interest.

Coke recently announced it will launch Vanilla Coke and Pepsi has its own fruity drink coming out, Pepsi Blue.

“Consumers are telling us they want a new, unique, refreshing and smooth-to-the-palate carbonated soft drink products in a quest to satisfy their thirst,” said Jack Kilduff, Dr Pepper president and chief operating officer, in a statement. “It is our intent to meet those needs.”

But Dr Pepper’s new move appears to be primarily an assault on another Pepsi drink.

“I’m sure its (introduction is) a response to Mountain Dew Code Red,” which launched last year, said David Kathman, food and beverage analyst at Morningstar.com.

“It was the most successful soft drink launch in 20 years. It’s done really well,” said Kathman, who could also give personal testimony: “I think it’s pretty good. It’s cherry with a hint of citrus and is one of the big success stories.”

These drink introductions are trying to bolster lackluster sales of soft drinks.

“The growth has been in bottled waters and sports drinks,” he said.

So why are the beverage companies all coming out with new drinks at the same time?

“It’s part competition and there’s a ‘me too’ element to it,” Kathman said. “The companies are trying to extend the brands.”

Brand extensions “always have some pop, but it is risky. You’re never quite sure it will catch on,” he said. “It’s new yet familiar. The danger is that it won’t work or that it will cannibalize sales.”